The Seed of an Idea: 2016 – 2020
Our journey began with a simple but ambitious vision: to create a gold standard for child health that reached beyond the classroom. Between 2016 and 2020, we launched the School Health and Well-being Services (SHAWS) pilot project.
Operating across Tower Hamlets, Bristol, and Blackpool, SHAWS wasn’t just a programme; it was a community movement. We aimed to provide a comprehensive Food and Activity Scheme that supported children and their families throughout the school holidays, ensuring that the “holiday gap” in nutrition and activity was finally closed.
2020: The Pandemic Pivot
As our pilot scheme was gaining momentum, the world changed. In early 2020, as the pandemic emerged, our CEO Paul Wright recognised the looming crisis: school shutdowns were inevitable.
The Children First team immediately pivoted. We launched a campaign to ensure children who relied on free school meals wouldn’t go hungry while schools were closed. This advocacy coincided with a powerful nationwide movement, joining voices with Baroness D’Souza and the incredible work of Marcus Rashford MBE.
The “Apple Up High” Movement
To make our voices heard during lockdown, Baroness Frances D’Souza and Paul Wright initiated a series of Online Placard Marches. It was a simple, evocative gesture: children and adults across the country held an “Apple Up High” to demand government action.
The impact was immediate. On the very day of a Conservative Government leadership change, Baroness D’Souza took to BBC Radio 2 to call for urgent policy shifts. Within just one hour of her broadcast, the changes we campaigned for were officially announced.
From Pilot to National Policy: The HAF Scheme
Advocacy is about more than just emergency response; it is about long-term sustainability. Paul and the team realised that pandemic-era funding would eventually fade, leaving children vulnerable once again.
We pushed for our SHAWS pilot to be adopted as a permanent national model. This became the Holiday Activities and Food (HAF) scheme. We are incredibly proud that, alongside our partners, we successfully established this programme. Today, it remains a cornerstone of UK policy, providing £200 million in annual funding to support children nationwide.
There can be no keener revelation of a society’s soul than the way in which it treats its children.
A Voice at the Top: Our Ongoing Call
Throughout these formative years, our central mission has remained steadfast: A dedicated Department for Children, Young People & Families, or a standalone Cabinet Minister for Children.
While this substantial structural change is still a work in progress, our call has gained immense weight. We have secured the formal support of the Public Health sector, the Children’s Commissioner, and many other leading organisations. We continue to advocate for a seat at the highest table, ensuring the next generation is never an afterthought.
